A RESEARCH PROPOSAL

ON

SURVEY OF AIRTEL AS AN ISP AND ITS COMPETITORS

WITH SPECIAL REF. TO AIRTEL IN THE INDIAN MARKET

SUBMITTED TO

SUBMITTED BY

PROF. DEBASHISH CHOUDHURY JT.Director (IIC)

Himanshu Srivastava Shrey Sharma Mayank Bhargava Varun Butalia

AMITY INTERNATIONAL BUSINESS SCHOOL NOIDA

RESEARCH PROPOSAL
EXECUTIVE SUMMARY
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To find the position Airtel broadband in the Indian market. To interpret the satisfaction level of customers using different brands. To suggest Airtel as to how it can improve its market share.

RESEARCH OBJECTIVE

Research in common parlance refers to search for knowledge. Research is an academic activity and as such it is used in a technical sense. According to Clifford Woody, research comprises defining and redefining problems, formulating hypothesis or suggesting solutions, collecting, organizing and evaluating data, making deductions and research conclusions to determine whether they fit the formulating hypothesis. Primary objective: The research encompasses the primary objective of comparison and analysis of Airtal services with respect to other brands prevailing in the market i.e. BSNL, MTNL Hathway, Sify, TATA. Etc. The primary aim is to interpret the dealer survey level of customers using airtel and to find out the areas in which it needs to improve to develop a better perception in the mind of its customers. It entails as to suggest Airtel how to become a no. 1 customer oriented company.

Secondary objective: To go in detail, the research includes the study of comparative satisfaction level of customers using different ISP providers; the various areas where competitors supersede and the areas where the competitors lack. Furthermore the research aims to find out the relative market capitalization of Airtel in the ISP industry and to suggest some concrete and absolute measures to give a rise to its share in the regarded segment.

LITERATURE REVIEW
Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products. The basis for the measurement of customer satisfaction is by using the gap between the customer's expectation of performance and their perceived experience of performance. This provides the measurer with a satisfaction "gap" which is objective and quantitative in nature customer satisfaction equals perception of performance divided by expectation of performance.Marketers in recent times have realized the importance of marketing orientation, and this is being reflected in the application of marketing mix elements. Consumers needs are fundamental to the formulation of any marketing strategy, from developing a communication plan.

Measuring customer satisfaction Organizations are increasingly interested in retaining existing customers while targeting non-customers; measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace.

Selecting Target Market A review of marketing opportunities often helps in identifying distinct consumer segments with very distinct wants and needs. Identifying these groups, learning how they behave and how they make their purchase decisions enables the marketer to design and market products or services particularly suited for their wants and needs.

Based on earlier done research following conclusion were drawn about airtel as a provider in the ISP industry:Customer age Used by customers of all ages . 10yrs 75yrs Income group Lower middle class to the upper rich class

Prime focus:Customer satisfaction Performance Value for money Market share

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Based on earlier research done BSNL, MTNL , AIRTEL have come out tops in the customer satisfaction ratings .The study was conducted by compiling responses of more than 7,000 new ISP users as regards the performance of more than 50 models across parameters like sales satisfaction, product quality, performance , after-sales service, brand image.Premium segment buyers are at the center of focus for all of the manufacturers that have educated the customer and empowered him to buy consciously after comparing all the options, now he expects manufacturers to give him the best technology, he questions salesperson and look for the best financing options available and demands quick service.

RESEARCH DESIGN
A Questionnaire is used to do the research  Exploratory Research design  Focus Group  Primary data analysis

Collection of Data:  Qualitative Data  Survey  Questionnaires Sampling:  Non-Probability Sampling  Judgmental Sampling  Simple Random Sample Design: Sampling may be defined as the selection of the some part of an aggregate or totality on the basis of which a judgment or interference about the aggregate or totality is made. It is the process of obtaining information about entire population by examining only. Sample Size: A total of 200 people have been questioned for the purpose of filling up the questionnaire.

DATA ANALYSIS

Analysis was done on the basis of 22 parameters. Bar charts were developed on these parameters which compare different brands in the ISP industry with the help of these charts. Airtels position in the market is found and analyzed.

NATURE AND FORM OF RESULTS

Main objective of the study was to find the share of ISP Airtel in the allotted market and to know its potential market is carried out with following objective:  To find out concentration of different service providers in corporate sector in Delhi/NCR region.  To find out different factors which influence customers in selecting any service provider.  To know different parameters by using which better services can be provided to corporate clients.  To determine customers satisfaction level and reasons of dissatisfaction.

BIBLIOGRAPHY
ON-LINE WEBSITES: 1. www.bharti.com 2. www.airtelworld.com 3. www.touchtelindia.com 4. www.trai.gov.in 5. www.ciionline.com 6. www.wikipedia.org 7. www.howstuffworks.com 8. www.isp-providers-india.com 9. www.indiatelecomnews.com 10. www.internetworldstats.com